Asia’s largest global sports media property, ONE Championship (ONE), has partnered with Adobe to deliver enhanced viewing experiences to audiences around the world. ONE Championship is a Singapore-based martial arts organization, launched in 2011 to celebrate Asia’s greatest cultural treasure. The company is leveraging Adobe Experience Cloud – including Adobe Analytics, Adobe Audience Manager, Adobe Campaign, and Adobe Target – to help them continue to attract and retain loyal viewers beyond the 136 countries where ONE Championship is broadcast.
The announcement sets the tone for Adobe Experience Forum Malaysia, Southeast Asia’s premier digital marketing conference, taking place on 15 May at The St. Regis Kuala Lumpur, with an expected audience of over 300 industry leaders and digital marketers.
Fondly known as “Asia’s King of Martial Arts”, Chatri Sityodtong, CEO and Founder, ONE Championship said of the partnership, “Adobe is much more than a solution vendor to us. They are a trusted partner on our journey to becoming a true Experience Business. Through this partnership, our immediate goal is to extend our viewer base of 1.7 billion from the traditional TV platforms onto ONE’s mobile app. We are now in the right place at the right time, in the midst of the mobile revolution in Asia.
The nature of martial arts lends itself well to a mobile-first and digital-first kind of sport. Our action-packed bouts are so intense, they often last an average of three to five minutes, making for bite-sized, snackable videos that are perfect for mobile. With Adobe, I am confident that we will be able to deliver the same great viewing experience and atmosphere across all our channels – physical, social and digital – at the stadium, at home, and even outside the countries we broadcast to today, wherever our viewers are.”
Mahesh Subramanian, CTO, ONE Championship said, “ONE Championship is just beginning to roll out our OTT (over-the-top) programs. To move forward successfully, we need to understand our viewers’ demographics, their user patterns, their likes and dislikes, and how they are engaging with us. With Adobe, we will establish a single source of truth through analytics, and that will give us greater visibility and a better understanding of our viewers’ data, which we can in turn derive insight from and tailor the best, personalized content to them. We will also be able to build unique audience profiles for A-B testing, and better campaign targeting as we engineer the user journey.
Beyond all that, when we look into the crystal ball, something we’re really excited about for the future, is creating truly immersive experiences for our viewers. Building on top of the Adobe platform, we’re looking to adopt new technologies such as Augmented Reality (AR) and Virtual Reality (VR), to bring the stadium experience into every living room.
“A big part of the excitement of watching a martial arts event also comes from the community interaction – the banter among friends, the live cheering and conversations that propel the sport further. We want to bring that to our digital channels through user generated content. ONE Championship is the ‘Home of Martial Arts’, and we want people coming to us not just for the content we create, but also for other sporting content posted on our platforms. We are currently focused in Asia with 24 events around the region. Next year, we’re planning to expand out to 52 events in a year – that’s one per week – to a bigger, global audience,” added Subramanian.
“Martial Arts has a 5,000-year history in Asia, centered around the values of integrity, humility, honor, respect, courage, discipline, and compassion. Through that, ONE Championship has created countless heroes and role models in Asia who continue to inspire people around them. Adobe looks forward to a fulfilling journey alongside ONE Championship as they modernize the centuries-old sport for the digital age, creating exhilarating experiences that go far beyond the physical space and stadiums, and direct to viewers around the world. We are proud to be supporting them with Adobe Experience Cloud as they continue their journey to become the biggest global sports media company and The Home of Martial Arts for the world,” said V.R. Srivatsan, Managing Director, Southeast Asia, Adobe.
Watch this video to hear more about the partnership from Mahesh Subramanian and V.R. Srivatsan.